After the successful rollout of their Potato Face range of stacked potato chips, Dallas international contacted Stephen to design the Salt and Vinegar variant of the brand. Working to the look and feel he had already created, Franklin began by developing the front of pack character, going for a classic Aussie life saver look. He tied this sand, surf, and sea metaphor together with a swooshing wave sitting on a rich magenta background. The outcome was an instantly recognisable character and pack design that evoked memories of an Australian summer by the beach and carved out a distinct spot within the existing range.
Design Coordination: Anita Martini
Creative Direction: Stephen Franklin
Illustration: Stephen Franklin
Retouching: Stephen Franklin
The initial range consisted of three variants, Original, Sour Cream and Barbecue. Stephen would later produce this Salt and Vinegar range extension.
Building on the existing Potato Face character designs, Franklin added a surf lifesaving cap and adjusted the arm positions to suit the motion of the background wave graphic.
Stephen created a surfing motion with the background graphic, giving the character and chip hero image an appropriate environment to inhabit.
